What Is Google Optimize?

Here is a concept you probably were not planning on hearing, but Google is your business’s equivalent to a wingman. To think, language allows the personification of intricate code and algorithms into that of your best friend on a Friday night. It also allows for an otherwise fun way to say it is essentially the secret to greater reach for an audience. There are a lot of opportunities when it comes to deciding what marketing campaign can be the best fit for your business. Google has algorithmic tools that can make a marketing plan’s implementation fruitful. Looking at the results that come from your research, you can choose which outcome is the best overall. The ability to reach customers has never been as potent as it is today with Google Optimize. 

What Is Optimization?

First, let’s define optimization as a way of making the best or most effective use of a situation, opportunity, or resource. This is where most websites get their customer generation from. By optimizing their website to be more agreeable with people who come across them. A website is usually made agreeable through responsive designs for navigation or even to be easily located via search engine optimization (SEO). All of which gives the visitor an easier time and more opportunities for them to become prospects and then later, a buyer. Which helps out the business. This happens mostly from either organic search results or referrals. Optimization works in that there are more opportunities for success if you understand how the algorithm works. So, the wingman analogy may start making a lot more sense, but let’s reign it into some more practical applications with a definition. 

how does google optimize work

Defining Google Optimize

Google optimize is a free, user-friendly online tool that connects to all of your websites, allowing various tests with webpage variants against specific objectives. If this is your first time looking into optimization, all of this might seem like a big of information dump. It gives the user the ability to experiment with Google Analytics data to boost conversion rate optimization (CRO). Its most effective application lies within its personalization. This personalization is possible through Google Optimize and its three separate tests: A/B testing, multivariate testing and redirect testing. With these tests, you can do experiments with Google Optimize.

What Is A/B Testing?

There are a plethora of variables on your website that coincide with a single component. This is where the A/B portion of testing comes in. A is the control variable, while B is what you change. You will take one aspect of your website that want to improve traffic for. This could be your title or focus keyword. You keep the original iteration A and change the single element in B and see which one will yield higher ROI. You will create two separate destinations. So starts the split-test. 

That single element is what you will be observing to see if there will be any change in your aforementioned traffic. Based on those changes, you will update the data and implement the “winner” within the two. Some advantage of A/B testing is that since you are working with a single component, the information that you receive is faster than if you were reviewing other tests. You also have reduced bounce rates and more engagement from your consumers. However, the disadvantage of A/B testing is that you have limited results for CRO. Because of this, its downsides are the polar opposite of what A/B can provide. It can not compare to the amount that you can review based on other tests. 

What is Multivariate Testing?

Much like the previous test, this one has similar modes of operation. The difference is that those components are tested with multiple parts at the same time. Because there are way more variables, it is much less time-consuming based on the scale of total website reworking. The type of work benefitted through multivariate testing. You will come up with different combinations, and test how efficient they are making sure they can reach your goal optimally. For websites with incredibly large influxes of traffic, the best route for better Google optimization is to go what is called full factorial analysis. A full factorial analysis aligns rather well with a multivariate because those variables are put to the test simultaneously. Unlike A/B testing, an advantage of multivariate testing is that you can review multiple variables at the same time. Although, any other refining is not probable based on the amount of information you receive.

ab testing

What Is Redirect Testing?

One other term you will have to study is KPIs or key performance indicators. They will be what tracks your business’s metrics on the effectiveness of your marketing mix. Think of your attribution model. Much like how attribution is given to the channels that helped turn leads to conversions, KPIs are attributing which pages are showing the most ROI for your business. So what do KPIs have to do with redirect testing? Those KPIs are compared between two separate landing pages. You are now looking at the conversion rates of those preceding web pages and deciding which one yielded a larger growth. There is a close relationship between A/B testing and redirect testing. An advantage to redirect tests is that your testing through redirects can inform you what you could do with A/B testing. Just be careful, because redirect chains can prevent web crawlers from indexing your website.

In using A/B, multivariate, and redirect testing, your Google optimization is increased by the work that you are already doing to further your business through financial security. They are under the umbrella that is CRO that places your consumer buyer behaviors under a microscope and zones in on what can be salvaged or improved. These applications provide you with the necessary tools for experiments with Google and its variety of multifaceted tools. Since we have broken down the puzzle pieces that make up Optimize, how does it work with your business?

multivariate testing

How Does Google Optimize Work?

We have established that Google Optimization is a great extension of CRO, though what is the foundation? There is a framework that comes with optimization and it makes up for its effectiveness. Not only that but it has two important parts: the visual editor and the reporting suite. 

Understanding the Visual Editor

According to Google, the visual editor consists of two visual components, the app bar, and the editor palette, which appear on the web page you want to modify. The app bar is your record of the variant. This ranges from the changes made to the user interface. You can attribute this to responsive web design. It makes sure your websites adapt to all manners of device screens. The editor palette gives you dynamic editing control over multiple components. You can even edit how you control the components. It permits the chosen component to operate through cascading style sheets (CSS). Essentially, the webpage goes through language that changes the webpage. You can fully customize your webpage with specific components that fit your needs.

Understanding the Reporting Suite 

Setting up goals for your company is important for following up on conversions. You can review the reporting suite to see which page garnered the most conversions. Statistics also play a prominent part in the reporting suite. There is a method called the Bayesian Inference. To spare you the technical jargon, it is a series of techniques that specify how one should update one’s beliefs upon observing data. The Bayesian Inference evaluates the context of Google experiments and reports its findings. 

what is google optimize

Why Is Google Optimize Important for Your Business’s Growth?

Google optimization not only has its merits when getting people to see the value of your company. Though, expenses do tend to be, well, expensive, when it comes to web design. With Google Optimize, there is a paid Google 360 and a free version. The paid version offers increases to what the free version allows, in addition to triggering customized funnels for more productivity.  It is easy to grasp and install and is accessible. Great for both the starting business and any veterans. 

You Can Improve Your Google Optimization with SEO Design Chicago

When doing research for your business, you can come across many variables that can improve your optimization. Although, sorting through the sheer amount of data can be ridiculous at times. You may even feel like you may not have time to sort through it all. Many of the options shown today in this article can be more refined if you have some help. Being able to work on your business while SEO Design Chicago handles the heavy lifting in the background.


  • What is Google Optimize?
  • What are A/B tests?
  • How does Google Optimize work?
  • What are multivariate tests?
  • What are redirect tests?

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